[Alpha Biz= Kim Jisun] The prolonged slump in the global TV market, which began in the first half of the year, is expected to continue into the second half of 2025. As a result, TV panel prices have begun to soften this month due to weak demand and mounting pricing pressure from TV brands.



According to market research firm TrendForce on July 21, the average price of a 32-inch LCD TV panel in July is projected to decline by USD 1, or 2.8%, from the previous month to USD 35. Prices for other mainstream sizes, including 43-inch, 55-inch, and 65-inch models, are also expected to fall by USD 1–2. These changes mark the first monthly declines since April, after three consecutive months of flat pricing.



The current market trend is driven by reduced orders from TV brands in the third and fourth quarters, with many adjusting inventory levels downward. Panel manufacturers, lacking bargaining power in the face of weak end-market demand, are reportedly complying with brand requests for price reductions, resulting in growing downward pressure on prices.



A domestic electronics industry official commented, “With stagnant global TV demand, panel suppliers are not in a position to insist on fixed pricing. Pricing is ultimately determined through negotiation between TV brands and panel makers, rather than unilaterally set by suppliers.”



While declining panel prices may offer short-term cost relief for TV manufacturers such as Samsung Electronics and LG Electronics, both of which have faced challenges in protecting margins, industry analysts caution that profitability gains may be limited due to sluggish consumer demand.



According to research firm Omdia, global TV shipments in 2025 are forecast to total 208.7 million units, a marginal decrease of 0.1% year-on-year.



In response, Korean TV makers are intensifying efforts to shift toward premium product lines as part of their long-term strategy to weather the downturn.

 

 

 

 

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